How digital decision makers use media

Print is not dead. As a survey by the agency Mrs. Wenk shows that many digital managers still obtain information via paper. The usage behavior of 40 digital managers was analyzed for this purpose. For them, trade and industry magazines are particularly important. 55 percent of the decision-makers consider these to be an important source of information, followed by personal discussions (50 percent) and newsletters (37 percent). In fourth place are events and presentations (29 percent), followed by the newsfeed of the business networks Xing and LinkedIn (24 percent).

(Source: Ms. Wenk)Personal recommendation tips the scales But which sources are most important when it comes to making a business decision? More than half of the respondents (57 percent) said that personal discussions were the decisive impetus for the purchase. The majority are therefore influenced in their decision by exchanges with colleagues, business partners or customers. "For companies that want to sell digital technology, for example, it is therefore advisable, in addition to a presence in trade magazines, above all to rely on partner programs and referral marketing, because their existing customers are the best sales engine. Another insider tip is to use Xing & Co. as a news channel for company news. This function is still little used," says Andrea Buzzi, Managing Director of the Ms. Wenk agency, commenting on the results.Reading in between In principle, almost half of those surveyed feel well informed. However, only slightly more than one in four (28 percent) still have some catching up to do. Only nine percent of respondents said they had difficulty keeping track of the wealth of information on a daily basis. Incidentally, a large proportion of decision-makers (63 percent) read in the meantime, when they can find the time. One in five has set aside fixed time slots for this purpose, and one in ten obtains information primarily in personal conversations. "In the dialog with the consumer, individual addresses in the so-called micromoments have long been established. BtoB companies should also take advantage of this approach and analyze their customers in this regard," advises Andrea Buzzi. "Only if the message is sent at the right time via the right channel will it be heard by the executives."International sources are important driversIn addition to the German media, digital managers in this country also read many international media. For 70 percent of decision-makers, they are a valuable source of inspiration. One in five reads international media from time to time.